Abstract
This chapter introduces the roles of sports sponsorship and brand management in global sports marketing, thus explaining the overview of sports sponsorship, brand management, and sports marketing; the importance of sports sponsorship in global sports marketing; the importance of sports sponsorship and brand management in Asia; the importance of sports sponsorship and brand management in global sports marketing; the application of brand management in global sports marketing; the internalization of sports in global sports marketing; the international marketing in global sports marketing; and the significance of entrepreneurship in global sports marketing. Applying sports sponsorship and brand management in global sports marketing will significantly enhance organizational performance and achieve sports business goals in the global sports industry.
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